There are so many metrics available to us, yet only a select few are actually useful. Opens, clicks, revenue may inform you, but they are what I would call "raw" numbers. As in, do they really tell you whether your readers are doing what you actually want them to do, be it sign up for a webinar or complete a purchase? At the end of the day, you want them to engage with your content and take action upon it, not just look at it, say it's pretty (or not) and move on. So let's trim the fat and bring sexyback to our reporting dashboards, shall we?